A theme park may not be the first place that one might expect to see a loyalty program (after all, how frequently does one visit the same park?) but done right, there’s solid utility in launching a tool to reward both visitors and the company.

That’s at least the thinking of Six Flags, which announced its membership rewards program last week. The program, which will only be available to current subscription members of Six Flags, gives visitors to the parks points for checking in at various rides and making purchases. In exchange, members can earn perks ranging from free cotton candy to a dinner with the park’s executives on the next visit.

Generating visitor loyalty through the occasional free churro or unique experience may not be the crux of the program, though. According to Mark Kupferman, vice president of insights and interactive marketing at Six Flags Entertainment, visitors who participate in membership rewards will provide valuable insight into how rides are visited and where and when purchases are made. For that data, Six Flags Membership Rewards will create enormous value.

Skift’s Hannah Sampson has the full details on Six Flags Membership Rewards, which launches later this month.

— Grant Martin, Business of Loyalty Editor

Skift Stories and More Expert Insight

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U.S. Airlines Report Sky-High Profit From Frequent Flyer Programs: As banks compete to offer the most generous travel-related rewards for credit card customers, airlines are generating massive revenue from loyalty programs that likely account for a major proportion of their overall profit, according to a new analyst report.

Torrid Growth Projected for Business Travel Despite Tariffs and Trade Wars: There’s a big reason the mood was so breezy at the Global Business Travel Association’s annual convention in San Diego this year. The 7,000 business travel professionals on hand were busy, trying to make the most out of an unprecedented period of growth for the sector.

Customers Cram Carry-Ons as U.S. Airlines Look the Other Way: Even though the price of jet fuel has gone up roughly 39 percent from a year ago, most airlines do not police the weight of carry-on bags.

Let’s Not Get Carried Away With New Airport Security Procedures: Passengers want to think airports are 100 percent safe, but we know that’s not true. Life is about managing risks, and that’s as true at airports as at sports stadiums or shopping malls.

Blackstone May Take a Stake in the Loyalty Program of India’s Jet Airways: Blackstone Group LP is in talks to buy a stake in the loyalty program of Jet Airways India Ltd., the troubled Indian carrier that’s exploring options to raise cash, said people with knowledge of the matter.

Warren Buffett’s Berkshire Hathaway Boosts Its Bets on Southwest and Delta: Berkshire Hathaway Inc. added to its stakes in two of Warren Buffett’s most favored industries as the billionaire investor widened bets in banking and the airline industry.

You Can Now Redeem Alaska Miles on Finnair: You can now redeem Alaska Mileage Plan miles on Finnair. Alaska hasn’t actually updated their partner award page — redemptions on Finnair still show as “not available” — but redemptions are now possible when you do award searches.

American Says It Has a Problem With Premium Revenue: During last month’s earnings call, American Airlines revealed that while costs are going up at the airline, revenue is flat.

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Skift Business of Loyalty Editor Grant Martin [gm@skift.com] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.

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Photo Credit: CraZanity, a ride that opened at Six Flags Magic Mountain in July 2018. Six Flags announced its membership rewards program last week.